2.Module aims
To appreciate the impact that creativity, technology and innovation has on the internal and external business environments, and the critical impact on the role of a marketer.

3.Format of delivery
In this module, there are two main methods of teaching method and delivery: • 1 hour lecture supported by
• 1 hour tutorials in the form of student led workshops.

Prior reading and preparation is required that may take the form of individual or group work research or case study preparation.

Students are expected to participate fully in the course, to read widely and to follow relevant current issues in the professional and academic press.

4. Use of StudyNetStudyNet will be employed in this module and students are expected to visit the site regularly, with particular interest of Reading list, Class Discussion, Assignment details and submission, ‘Your Group’, Teaching Resources, Module News. StudyNet should act as the first point of contact.

Please visit the ASU website for more information on how you are ‘Getting the most from your StudyNet site’.

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Maybelline is an international cosmetic brand, now owned by L'Oreal that has been created originally in 1915 by its founder chemist T.L. Williams when he was only in his twenties.
Williams was inspired by his younger sister after noticing her applying a mixture of Vaseline and coal dust to her eyelashes to get a fuller darker look, and that is when he adapted this idea and started applying it in his small laboratory, and started growing bigger from there until Maybelline became an internationally recognized name in beauty industry.
Maybelline uses different types of media to promote for their high quality products, such as television, magazine advertisements as well as online marketing.
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“You’ve got to understand your targetmarket, if you don’t understand them, you won’t know where to find them, what they’re looking for and what they respond to” Lea Woodward
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These reports are of very importance for any company / firm , as the reports are based on surveys showing the consumers demographics, psychographics , geographical needs which are very important for the company as for the market segmentation and also identifying the targetmarket .
We can use this information as follows :
Segmentation : segments Mango might consider targeting .
So using reports we can find out :
* age
* Gender
* Occupation
* Interests ( information given on TV shows , magazines , most used websites , radio )
* Region
* Income level
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Targeting : We can use these information on deciding the targeting consumers as we will know the consumer who has more purchasing power .
Positioning : we can decide by using reports on region , which will help us take better decisions .
Media plan : We can advertise or market on those media which has more people connecting to it like most frequent used websites (Facebook) , radio channels , most watch TV shows , or magazines so we can reach large amount of people .
Competition : We can analyze our competitors by using the reports as it gives us all the information about what are their targetmarket , age, gender etc. . Some of the competitors of mango are zara and H&amp;M ....

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Segmentation and TargetMarket
MKT/571June 09, 2014Erica Hayes
Segmentation and TargetMarket
Marriott International, Inc. was founded by J. Willard and Alice Marriott in 1927 and has been a leading hospitality company for over 80 years. It has more than 3,900 properties, 18 brands, and associates with its headquarters in Bethesda, Maryland, USA. The company boasts of revenues of nearly $13 billion in the fiscal year 2013 and is expanding globally. This paper specifically discusses the market segmentation, targeting and positioning strategies of Marriott – Marriott Hotels &amp; Resorts, Courtyard by Marriott in the Asia-Pacific marketplace. Asia-Pacific is expanding exponentially for the hospitality industry and Marriott has bright prospects in this region. China has proved this in the past 30 years by being a prime example of how the economy of the nation has developed due to the hospitality industry. Marriott is aware of the potential market in Asia-Pacific region and how rapidly the hospitality industry is growing there. Marriott International, since 1989, has grown leaps and bounds in expanding its properties and in Hong Kong alone 32 hotels have sprung up throughout the country (Marriott International, Inc. Corporate Headquarters, 2008). Tourists choose hotels not just to stay and eat but also for the location, category of the hotel, and the services that are provided in...

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The targetmarket needs to be identified. The targetmarket is the current/ potential customers with similar characteristics. For ‘Sprite’, a new targetmarket was selected to take advantage of the fact that young males drink the most soft drink. In this market, Sprite competes with other products such as Solo, Fanta based on its market segmentation in four key areas: Demographic, Geographic, Psychographic and Behavioural.
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1. Brand history
Created by the São Paulo Alpargatas Company, Havaianas is a worldwide popular Brazilian flip-flop brand. The sandals are successful all over the world with its wide choice of colours and styles, in addition to its comfortable and casual rubber design. Havaianas is today the global leader in the beach shoes market.
The first pair of Havaianas is created in 1962. These were inspired on the style of the Japanese Zori, a sandal using rice straw soles and fabric straps. Within a year of launch, the cheap and simple sandals reached up sales of more than a thousand pairs a day by customers in every socio-economic category. At the time, Alpargatas was not paying attention to customer perceptions and did not invest in the brand.
Partly because of the difficult economy prevailing in Brazil during the 1980’s, the company did not need a strategy as it was selling nearly 100 millions pairs of sandals each year and controlled 90 per cent of the domestic market. Until 1990, the brand was perceived as being for the working class, worn by construction workers and maids.
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...WHAT IS IT?
Target marketing is simply the practice of identifying and selling to your ideal customers. Many small business owners believe their offerings appeal to “everyone”, but the reality is any product or service only has a concentrated appeal to certain types of people. Even mass market products, like mobile phones, are each designed to target a certain segment of the market, whether it is social networking teenagers or busy businesspeople.
A business’s market segments can be differentiated in many ways, depending on the business’s strengths. A local grocery store, for example, would target a geographical segment, such as families within convenient distance of their location. An online retailer importing luxury goods would target a segment defined by high-income.
TARGETING: EXISTING MARKETS
Ideally, entrepreneurs should research and define their target customers before they go into business, but if they haven’t its crucial they find out who their business appeals to. Business owners often do this in the following ways:
Customer research
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Q10] Which LSM segments offer the highest volume of Indigestion remedy usage? What combination of LSM segments would you target? Explain your answer.
Q10 Answer
LSM 4 TO 6,
I would target Transitional and middle LSM segments as as they have the heaviest users.
Q10] Which LSM segments offer the highest incidence of Indigestion remedy usage? What combination of LSM segments would you target? Explain your answer.
Q10] Answer
Upper middle B to Elite, LSM 6 to 10, has higher incidence.
Q11] Using the data provided, identify the individual brands on the attached chart.
Q12] Using the data provided, complete a Facebook targetmarket profile for Lucozade Lite. Launching with a new Lemon Grass flavour. Available only through Clicks and Dischem.
Q13] In no more than 300 words explain how the research data substantiates your targetmarket profiling insights. Use the space provided overleaf.
Q13 Answer: Facebook Profiling Insights & Substantiation
My profile is based on a black male, as the percentage for blacks within the race and gender category are the highest in terms of sports and energy drinks.
My target LSM age group is 25-34 and 35-44 as this segment has a good percentage col in conjunction with the total...